If you want to build loyalty is it more important to increase purchase frequency or purchase volume? In their book, "Meaningful Marketing," researchers Doug Hall and Jeffrey Stamp concluded that focusing on purchase volume is 3.9 times more effective when trying to build annual loyalty.
Why? Loyalty is not static. Your competitors are always out there, trying to make even your best customers try something new. The research shows that it is best to strike when the iron is hot. When the customer is in a buying mode, help them buy. You may not get another chance later. Hall and Stamp recommend that business owners follow the lead of McDonald's, and think about supersizing the offer.